Edmundo Duran currently runs his family’s farm, Sales, but the farm story began one generation before. His father traveled back and forth from Mexico until he decided to move his family with seven children to three acres in California. The children would go to school and then work in the fields when they got home.

When Edmundo took over the farm, he started as a sharecropper with Driscoll. He slowly built the farm up and now farms on 107 acres with the help of his wife, daughter, and 3 sons. They still grow berries, with a particular focus on strawberries. Edmundo has been keen to watch out for new technology that can improve the farm. He has adopted newer cooling methods and equipment which have taken quality and food safety to higher levels. In 2024, he began trialing non-plastic packaging, which has traditionally been a difficult obstacle to surpass in the food industry. Edmundo hopes that as his kids get older, the farm will expand and change with their dreams.

In speaking about the farm Edmundo has said, “To maintain the unity of the family is by working together. Work is sacred and keeps us together. We are not working for money; we are working to be well and respectfully happy.”